Ballantyne, a family-owned Australian dairy company founded in 1929, is launching a spreadable butter blended with chia oil—the first product of its type in the world.
On shelf from September in more than 400 supermarkets and specialty food outlets nationwide, the launch is being supported by a four month multichannel marketing campaign that will reach four million grocery buyers.
In addition to press and digital advertising, in-store sampling, consumer promotions and public relations activities, the campaign will feature an invitation-only baking masterclass in Melbourne by Kate McAloon, personal chef to Miranda Kerr and Gwyneth Paltrow.
The new product combines the taste and texture of traditional butter with the highly nutritious chia oil.
Chia is high in Omega 3 which may assist with good blood flow, hormonal balance and improve mood. Being a rich source of antioxidants, it can also help limit the production of free radicals, slowing the aging process and protecting the skin from damage.
“Chia is now a mainstream super food”, according to Yuko Granger, Ballantyne
Marketing and Brand Development Manager, “its benefits are widely appreciated and this should accelerate trial and adoption.”
The new chia product is the latest addition to Ballantyne’s innovative and popular spreadable range, which includes butters blended with avocado oil and extra virgin olive oil.
“Our butter products have wide appeal”, says Ms Granger, “they allow consumers to make healthier decisions at the dairy case, but still enjoy the wholesome goodness of regular butter”.
“Ballantyne products abide by a simple, time-honoured philosophy”, Ms Granger explains, “keep the ingredients simple, focus on quality, and source from the best Australian growers”.
The chia used in the new butter blend is supplied by The Chia Co, which grow their crops using sustainable farming practices throughout the Kimberly region in Western
“Every detail about the new chia product is special”, Ms Granger believes. “It’s blended with butter made from Australian milk. It uses a proven and popular super food, which is grown locally and sustainably and It’s creamy and delicious like butter should be”
Available in selected Woolworths and independent supermarkets from September 2016.